American drinks giant, Coca-Cola, retains its position as the world’s most valuable soft drinks brand after recording a 19% increase in brand value to US$36.2 billion. The brand has further widened its lead, as second-placed Pepsi suffers an 8% drop in brand value to US$18.5 billion.

Aside from calculating overall brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. According to these criteria, Coca-Cola is the world’s strongest brand across the food and nonacholic drink sectors with a Brand Strength Index (BSI) score of 89.94 out of 100 and a corresponding AAA+ brand strength rating.

With a rich 127-year long history, Coca-Cola is still the most consumed soda in the world, with a staggering 1.9 billion servings, across 200 countries, enjoyed each day. The brand’s recent success can largely be attributed to the uplift in sales of Diet Coke, following a slump lasting several years, as a result of successful marketing and rebranding campaigns.

As with all soda brands across the sector, Coca-Cola has had to contend with the perpetual decline in sales, which have fallen every year in the US since 2004, as well as the issues arising from the increase in healthconscious consumers and governments imposing taxes on sugar-laden products

美國飲料巨頭可口可樂(Coca-Cola)在品牌價值增長19%至362億美元後,繼續保持其全球最具價值軟飲料品牌的地位。該品牌進一步擴大了領先地位,排名第二的百事可樂品牌價值下降8%,至185億美元。

除了計算整體品牌價值外,Brand Finance 還通過評估營銷投資、利益相關者權益和業務績效的平衡計分卡來確定品牌的相對實力。根據這些標準,可口可樂是食品和非酒精飲料行業世界上最強的品牌,其品牌強度指數(BSI)得分為89.94分(100分),相應的AAA+品牌強度評級。

可口可樂有著豐富的127年歷史,仍然是世界上消費最多的汽水,在200個國家中,每天都有驚人的19億個產品銷售數量。該品牌最近的成功很大程度上是由於出色的市場營銷和品牌重塑活動,在持續數年的低迷之後,減肥可樂的銷量也開始上升。

與整個行業的所有汽水品牌一樣,可口可樂必須應對自2004年以來美國銷量每年都在下降的持續下滑,以及健康意識增強的消費者和政府對含糖產品徵稅所引發的問題。

TOP 10 Valuable Food Brands
TOP 10 Valuable Soft Drink Brands

Nestlé boasts most valuable portfolio

Once again, Switzerland’s Nestlé tops the food ranking, although its brand value increased by just 1% year on year to US$19.6 billion. The brand celebrated a boost in organic growth, following stronger performances in the brand’s two largest markets, China and the US. 

The brand continually strives towards greater product innovation in order to meet the ever-changing consumer trends and has successfully capitalised on the popular vegan and vegetarian movements. Nestlé has also recently bought the rights to sell its products under the Starbucks brand name, opening up vast opportunities globally through Starbuck’s immense power as the world’s biggest coffee chain company.

When looking at the brand portfolios across the food and drinks sector, Nestlé’s portfolio is the most valuable with a combined brand value of US$70.5 billion, up 11% on the previous year.

雀巢擁有最有價值的產品組合

瑞士雀巢公司再次榮登食品類榜首,儘管其品牌價值僅同比增長1%,達到196億美元。該品牌因為在中國和美國這兩個最大的市場表現強勁對於業績形成有機增長的提振。

該品牌不斷致力於更大的產品創新以滿足不斷變化的消費者趨勢,並成功地利用了流行的素食主義和素食運動。雀巢最近還購買了星巴克品牌下的產品銷售權,通過星巴克作為世界上最大的咖啡連鎖公司的強大實力在全球開拓了巨大的商機。

從食品和飲料行業的品牌組合來看,雀巢的產品組合最具價值,總品牌價值為705億美元,比去年增長11%。

Corporate brands take a hit

Corporate brands Kraft (down 7% to US$4.5 billion), Unilever (down 5% to US$4.2 billion), and Heinz (down 14% to US$3.3 billion) have all suffered from a decline in brand values, with Unilever and Heinz falling out of the top 10 in the food ranking.

Following The Kraft Heinz Company’s failed acquisition of Unilever in 2017, Kraft has undertaken aggressive cost-cutting measures, resulting in significant loss of revenue. Unilever, faring better thanKraft following the failed takeover, has faced scrutiny from stakeholders amid the now-abandoned plans to move its HQ to the Netherlands.

Yili – crème de la crème of Asian dairy

Dairy brands Danone and Yili claim second and third place in the food ranking respectively and top the dairy ranking.

After recording an impressive 24% increase in brand value to US$7.7 billion, Yili has closed the gap considerably with Danone, after the French giant suffered a 10% loss in brand value to US$8.1 billion.

Asia’s most valuable dairy brand for 4 years running, Yili has relentlessly committed to its global expansion programme and, despite losing out to French dairy manufacturer Lactalis to acquire Danone’s subsidiary Stonyfield, has successfully bought Thailand’s Chomthana. The brand shows no signs of slowing down with the recently announced acquisition of New Zealand’s second largest dairy producer.

these moves are all key steps towards the brand’s ambition of building a global network beyond its domestic market, targeting 2 billion consumers at home and abroad by 2020.

Yili has also retained the highest brand potential score in the dairy ranking, highlighting the vast future growth opportunities for the brand. Yili prides itself on being highly innovative within the sector and in 2018 it upgraded its R&D Innovation Centre in Europe and opened the doors to a new state-of-the-art facility in the Netherlands. Yili considers its innovation strategy to be the core power for its brand growth in the future

企業品牌受到衝擊

企業品牌卡夫(下降7%至45億美元)、聯合利華(下降5%至42億美元)和Heinz(下降14%至33億美元)均受到品牌價值下降的影響,聯合利華和Heinz在食品排名中位列前十。

繼卡夫 Heinz公司在2017年收購聯合利華失敗後,卡夫採取了積極的成本削減措施,導致收入大幅損失。在收購失敗後,聯合利華表現得更好,在目前已放棄的將總部遷往荷蘭的計劃中,它面臨著利益相關者的審查。

亞洲乳業的伊利-克雷

達能和伊利分別在食品排行榜上名列第二和第三,但在奶製品排行榜上名列前位。

在創紀錄地將品牌價值增長24%至77億美元後,伊利與達能的差距已大為縮小,達能這家法國巨頭品牌價值損失10%至81億美元。

作為亞洲4年來最有價值的乳品品牌,伊利一直堅持不懈地致力於其全球擴張計劃,儘管它輸給了法國乳品製造商Lactalis收購達能的子公司Stonyfield,但還是成功收購了泰國的Chomthana。隨著最近宣佈收購新西蘭第二大奶製品生產商,該品牌沒有放緩的跡象。

這些舉措都是邁向該品牌在國內市場之外建立全球網絡的雄心壯志的關鍵步驟,到2020年目標是國內外20億消費者。

伊利在乳品行業排名中也保持了最高的品牌潛力得分,突出了該品牌未來巨大的增長機會。伊利以其在該行業內的高度創新而自豪,並於2018年升級了其在歐洲的研發創新中心,為荷蘭新的最先進設施打開了大門。伊利認為其創新戰略是未來品牌成長的核心動力。

Ones to watch

Canada’s McCain has entered the food top 10 for the first time(up 25% to US$4.7 billion). A global leader in the frozen food market, the brand has expanded several of its flagship plants in order to meet growing demand. McCain has also widened it global footprint, acquiring a 49% stake in Brazil’s Forno de Minas. 

PepsiCo-owned porridge brand Quaker is the sector’s fastest-growing, recording an impressive 57% increase in brand value to US$3.0 billion. Expanding beyond traditional porridge, Quaker has managed to take the humble oat and launch a wide variety of new products, including flavored oats and overnight oats. The brand did however hit the headlines when traces of a cancer-linked weed killer were found in its products. 

Chinese brands Haitian (brand value US$3.3 billion) and Want Want (up 50% to US$3.0 billion) are also standout brands in the ranking. Haitian, the highest new entry into the food ranking in 16th position, is a leading brand in the Chinese condiment and sauce industry and has emerged as a brand to watch following the brand’s exploitation of the booming Chinese catering industry. Want Want is one of the fastest-growing brands this year. It has expanded its point of sales, now utilising the vending machine channel to supplement its online and offline offering.

加拿大的 McCain 麥凱恩首次進入食品十強(增長25%,達到47億美元)。作為冷凍食品市場的全球領導者,該品牌為了滿足日益增長的需求,已經擴展了幾家旗艦工廠。McCain 麥凱恩還擴大了其在全球的業務範圍,收購了巴西福諾·德米納斯(Forno De Minas)49%的股份。

百事公司旗下的燕麥粥品牌桂格是該行業增長最快的,創下了令人印象深刻的57%的品牌價值增長至30億美元。超越了傳統的燕麥粥,桂格成功地生產出了各種各樣的新產品,包括調味燕麥和隔夜燕麥粥。然而,當在其產品中發現與癌症有關的產品蹤跡時,該品牌的確登上了頭條。

中國品牌海天(品牌價值33億美元)和旺旺(高達50%至30億美元)也在排行榜上獨樹一幟。海天是中國調味品和醬料行業的龍頭品牌,在中國餐飲業蓬勃發展的背景下,海天已成為一個值得關注的品牌。旺旺是今年增長最快的品牌之一。它擴大了銷售點,現在利用自動售貨機渠道來補充其在線和離線服務。

Largest Portfolios

Recording a better performance than its flagship brand, PepsiCo has retained its position as the second most valuable food and drink portfolio, following a 7% increase in total brand value to US$58.9 billion. A lot of its brand portfolio growth is coming from food brands. In soft drinks, in turn, PepsiCo’s strategy has been to widen its offering to include more flavours and to offer low-calorie alternatives to all its major drinks.

PepsiCo acquired Israel-based Sodastream, the brand that produces the machinery which allows consumers to make their own carbonated drinks, for US$3.2 billion last year. This deal has widened PepsiCo’s reach enormously, going beyond the bottle into consumer’s homes.

The Coca-Cola Company, sitting in third, has seen a 19% jump in its portfolio’s brand value to US$53.6 billion, further closing the gap behind PepsiCo. In 2018, Coca-Cola bought British coffeehouse brand Costa Coffee from Whitbread, launching Coca-Cola as the biggest coffee shop owner in the UK with 4,000 shops in its portfolio. Coco-Cola’s ambition to evolve into a total beverage company, moving beyond soda, is well underway with acquisitions completed of the Australian kombucha maker, Organic & Raw Trading Co, and through pipeline launch plans of the company’s first alcoholic and energy drinks.

最大的投資組合集團

百事可樂的表現優於其旗艦品牌,在品牌總價值增加7%至589億美元後,繼續保持其第二大最有價值食品和飲料組合的地位。許多品牌組合的增長都來自食品品牌。反過來,在軟飲料方面,百事可樂的戰略是擴大其供應範圍,增加口味,為所有主要飲料提供低熱量替代品。

去年,百事公司以32億美元收購了總部位於以色列的Sodastream公司,該公司生產的機器可以讓消費者自己生產碳酸飲料。這項交易極大地擴大了百事公司的業務範圍,使其業務範圍從瓶子延伸到消費者的家中。

可口可樂公司位居第三,其品牌價值已躍升19%,達到536億美元,進一步縮小了與百事可樂的差距。2018年,可口可樂從Whitbread收購了英國咖啡館品牌Costa Coffee,成為英國最大的咖啡店老闆,擁有4000家店。Coco-Cola的目標是發展成為一家全面的飲料公司,而不僅僅是汽水,收購完成了澳大利亞康普茶製造商,有機和原料貿易公司,並通過管道啓動該公司第一批酒精和能源飲料的計劃。